ABC is returning this fall with one of the strongest, most recognized programming blocks on TV: TGIT. But as if that wasn’t enough, the network also has one of the most recognizable brands in Hollywood coming this fall: The Muppets.

To promote the return of both brands as part of its fall lineup, ABC used its talent to best advantage.

ABC pushed to the forefront its hottest brand in years, The Muppets, letting the group do much of its marketing for the network, promoting the new show while also promoting the rest of ABC’s schedule. Promos, like the one below, featured The Muppets return, which premieres Tuesday, Sept. 22, while allowing some of ABC’s stars to share in the spotlight.

According to Marla Provencio, CMO/EVP of marketing for ABC Entertainment Group, the tense breakup mentioned in the spot above was the perfect opportunity to relaunch the well-known group and get the public hooked on The Muppets once again.

“We always knew there was equity - they’re a tremendous brand already,” said Provencio. “What you’re going to see is an ABC show that goes beyond your perception of The Muppets. It’s this show that really portrays them in a more exciting life.”

The Muppets appeared at Comic-Con, D23 and lastly the TCAs this summer, which is where ABC’s marketing, social and press teams coordinated to announce the heartbreaking news that Kermit and Miss Piggy were no longer an item. The news spread like wildfire, with social posts and articles responding to the news that love might now be officially dead.

The very public breakup was just one way that ABC could show people The Muppets are just like us – they have problems too.

“We wanted to make these puppets come to life in our world,” said Provencio. “The biggest hurdle for us was really challenging that perception that Muppets are only for kids. It’s not your mother’s Muppets - this has all the wonderful elements but then took that and ran with it and put them in our real world. These Muppets should be perceived as people who live among us.”

Key art reflected this idea as well, showing The Muppets in a very Hollywood setting, all sitting at a power lunch busy looking at their phones, almost too busy to be photographed.


The Muppets campaign kicked off with several short videos pairing The Muppets with other ABC talent to show that Miss Piggy’s life was no different than Nathan Fillion’s, and Kermit’s no different than Kerry Washington’s. The idea of Muppets living lives behind-the-scenes makes the premise of the show that much more believable.

The Muppets promo shoot utilized ABC’s talent, known for participating in all things social and marketing, resulting in more than 200 pieces of content that the network distributed online, on-air and across social channels.

These included Top 5 videos (5 People You’ll Meet at Work, Top 5 Kermit Management Tips, Miss Piggy’s Top 5 Greatest Loves), several behind-the-scenes pieces and a 10-minute video released at Comic-Con released as the “pitch meeting” for the show.

“Nothing could sell the show better than how they pitched it,” said Provencio.

“This really helped cement the idea that this will be a little more adult, more in line with what you’ve come to expect from The Muppets and ABC,” said Provencio.

In the press, ABC partnered with US Weekly for a full cover documenting the public and dramatic split between Miss Piggy and Kermit, complete with a “Muppets: They’re Just Like You!” section.

“We’re investing in them in our world,” said Provencio. “We’re relating to them not as puppets, because they’ve transcended that idea.”

Another big brand return for ABC is TGIT, the Thursday night Shondaland programming block with Grey’s Anatomy, Scandal and How to Get Away with Murder, debuting this fall on Sept. 24.

For year two of TGIT, ABC gave a little bit more of the spotlight to the casts of the three shows, including the rest of the stars in an all-in-one promo shoot that focused on more than just the three leading ladies.

The “How Do You TGIT?” campaign included the fans and the well-known staples of TGIT: popcorn and lots of red wine.

“As a marketer, you want people to stay from Grey’s to Murder,” said Provencio, so it’s all about promoting each show as individual storylines as well as creating one uniting brand for the three shows that makes it seem like “the biggest night of the week.”

On Sundays, ABC has created another “soapy, sudsy, dramatic night” with the addition of Quantico and Blood & Oil to its Sunday fantasy series Once Upon a Time, which is ABC’s attempt at creating another branded night to keep viewers throughout the whole night.

Quantico got a marketing takeover in a subway station near FBI headquarters in Washington, D.C., featuring star Priyanka Chopra, who has been at the forefront of ABC’s marketing throughout the summer.

Along with The Muppets, Blood & Oil and Quantico, ABC also welcomes Dr. Ken this fall, which fell in line with ABC’s marketing stunts to promote Ken Jeong’s new comedy with “laughter is the best medicine,” going so far as to give out Dr. Ken-branded bags and band aids at pharmacies throughout the country.

Tags:


  Save as PDF